rethinking marketing

Tag Archives: unboxing

After my last blog post, I couldn’t resist to head out and get a bar of the ‘dare the be tender’ campaign bars.

My Objective: To get a dare to be tender bar to test the campaign

Hurdle 1: My quest quickly evolved into a treasure hunt. After I have hit various large retailers, I still couldn’t find a ‘dare to be tender’ bar. So I went online and wrote to Mondelez (through the campaign microsite’s contact form). Roughly 2 days later, somebody from Mondelez got back to me saying that they do not know distribution details but suggest to talk to a local store manager. Thanks Mondelez for that amazing and very helpful advice!

The Purchase: I finally found a retailer (Real) who had the bars in stock. Only a little queuing up and a 15 minute drive home was holding me off from experience the ‘dare the be tender’ claim of the campaign. So far, it was more a dare to believe experience.

Unboxing Premiere of the dare to be tender bar:

Dare to be tender Milka bar

Let the ‘dare to be tender’ experience begin:

After having enjoyed the first pieces of the bar, I followed the instructions as printed on the packaging. The campaign microsite is nicely done, yet it takes quite a few steps to finally send the last piece off, including an invite join Milka’s community (see the gallery above).

Waiting for the last piece to arrive:

…waiting…waiting…waiting…

So far, so good:

One has to admit, the campaign is quite fantastic. Not only is it fun to eat chocolate, having a bar with one piece missing is quite an eye-catcher. Using the product as the communication medium is nothing short of genius and a very brave move by Mondelez. Brand integration is nicely done throughout the entire experience. I cannot wait for my wife to receive the last piece of my Milka dare to be tender bar…